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Taco Bill




18 months


This iconic Melbourne institute needed to engage their audience in a new way - especially the younger ones! We came up with a gamification project that was extremely fun to make AND produced traffic they hadn't seen in years.

The Challenge

There is no denying that Taco Bill are an iconic part of Victoria’s rich hospitality industry. A huge success in the 80’s, 90’s and early naughties, unchallenged in the Tex Mex food niche until the last 5 years. A resurgence of Mexican street food placed significant pressure on Taco Bill to modernise.

With over 30 franchises in Victoria, a full re-brand was simply off the cards.

The solution? Engage a team of digital experts to change the digital footprint.


We conducted a 1 month research project on the current landscape, delivering a heuristic view of the past, and providing a 12 month marketing strategy with a focus on an Omnichannel approach. Engaging customers across multiple brand touch points, simultaneously via Facebook advertising, Messenger Bots, and Email. We also engaged offline (billboard & Collateral) and above the line (Radio) strategies to support the overall (limited) budget.

Taco Bill were needing to engage their customers in an online way to increase loyalty and increase new customers into their stores. Our idea was to gamify their menu and attract a young demographic to the brand. We did this by creating an AR app and messenger bot campaign that drove customers and traffic to the brand.


22% increase in social media growth

600 + signups per month to the Loyalty Program ( up 35%

Highest traffic to the site since launch

22% increase

in social media growth

600 + signups

per month

Highest traffic

to the site since launch

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Melbourne, Australia

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